Born in New York City, Alex lauded it as the greatest city in the world as it would define her energy, aesthetic and lifestyle. She attended LREI (Little Red) and later the "Fame" school (LaGuardia High School), focusing on visual arts.

Alex attended Cornell University's undergraduate art program, but later transfers to the "Hotel School" to indulge her other passions - food and travel. Favorite pastimes were attending culinary courses and listening to famous chefs and hoteliers.

Alex Woo wins the grand prize of the Women's Jewelry Association National Design Competition. The win inspires her to launch her eponymous brand. Soon thereafter she lands her first editorial features in InStyle and Marie Claire.

After eight years of courtship, Alex Woo marries her best friend. The wedding inspires her to extend her designs for bridal collections. Her collection is later featured in Daily Candy and crashed the website due to millions of visitor traffic.

Woo also gains an A-list celebrity following when early style adopters Kelly Ripa and Eva Longoria are seen wearing their lucky Little Numbers everywhere.

Alex Woo launches her collections at the iconic Henri Bendel - one of Manhattan's chicest shopping environments, where girls used to go to find the new and the next in accessories, cosmetics, gifts and fashion. The jewelry was a hit.

She is honored as one of Crain's Business "40 Under 40" Rising Stars at age 30 alongside other notables such as designer Zac Posen, record executive Damon Dash and American broadcaster Soledad O'Brien. The next year, she was also selected as one of the jewelry industry's rising stars from JCK.

Designs multiple pieces on all six seasons of the hit CW show, Gossip Girl, including leading character, Blair Waldorf's, signature diamond "bw" necklace. Woo also established a strong celebrity mom following designing necklaces for Jennifer Lopez, Jessica Alba, Halle Berry and more.

Alex Woo becomes a proud mom. Motherhood inspires her to collaborate with other innovative brands & charities that share her same company values. She begins a partnership with the Haagen-Dazs® loves Honey Bees program and later designs a Platinum Little Icons™ Beehive with costume designer Lyn Paolo.

Launches her first charitable collaboration with Disneynature films where 20% of the proceeds are donated to organizations like AWF, Jane Goodall Institute, WWF, and National Park Foundation. She also partners with actress Christina Applegate to design the "Tree of Life" pendant to benefit her foundation, Right Action for Women.

Worked with internationally renowned branding agency, Lippincott, to redesign the Alex Woo logo by combining Alex's signature with made in New York. Alex joins the board of the Accessories Council and designs the signature Carrie Bradshaw "c" necklace for a young Carrie on "The Carrie Diaries". The gold necklace is known as the precursor to the iconic nameplate necklace worn on Sex and the City.

Partners with Major League Baseball to launch an officially licensed fine jewelry collection inspired by all 30 MLB teams. The collection became favorites to celebrities including Kate Upton, Emily Ratajkowski, Jamie Chung and many other baseball fans.

Awarded as 1 of 10 companies nationwide to join the Workshop at Macy's program and was selected as one of the first jewelry designers to be part of Lord and Taylor's birdcage pop-up concept shop.

Collaborates with Disney•Pixar on the Finding Dory collection and debuts a limited edition pendant inspired by Moana. Alex then went onto design collections for COCO, Incredibles II and Toy Story.

Designs a charm with Fifth Harmony's, Ally Brooke, for the March of Dimes foundation and also designs her new PINK pendant with the BCRF.

Ariana Grande wears Woo's gold Princess Kiss in her "Into You" music video and her gold Rock Star Bolt becomes a favorite to actress, Zendaya. Woo also launches a new collaboration with Swarovski's gemstone division with pink and blue sapphires.

Launches her new Autograph Letters with luxury beauty brand, Smith & Cult. She also designs a pendant with actress, Alyssa Milano, in celebration of the OCRFA"s 20th anniversary. 

Designs an exclusive collaboration with Giada DeLaurentiis for her website, Giadzy.com. Her Little Icons™ are also featured on the hit CW Show, Riverdale, with multiple characters wearing Woo's jewelry. 

Partners with luxury candy company, Sugarfina, and turns their best selling sweets into wearable art.

Collaborates with the iconic Keith Haring Foundation to launch her first unisex collection - Alex Woo x Keith Haring. The collection features 3 of Keith's signature symbols spreading the message of peace, love, equality and compassion for all through art and jewelry. 

Inspired by the power of spiritual connection and healing, Alex launches the Wellness collection as a self-reflection and peaceful way of relating to others and our environment. A true jewelry icon, her passing was a devastating loss to the industry, however, her pieces continues to inspire millions and leave a profound legacy in celebration of life.